Think about how you use Google.
When you search for something, do you ever go to page two? Probably not.
The same is true inside AWS Marketplace.
Enterprise buyers type a keyword, glance at the first page, and make decisions from there.
If your listing isn’t showing up, it’s practically invisible.
That’s why Marketplace SEO matters. Just like Google SEO helps websites rank, AWS Marketplace SEO helps your listing get discovered by the right buyers.
Why Marketplace SEO Is Critical
There are now tens of thousands of listings on AWS Marketplace.
Without optimization, your product gets buried.
And here’s the truth:
Buyers rarely scroll beyond the first few results.
AWS sales teams also rely on search results to pull solutions for clients.
If you’re invisible in search, you’re invisible to everyone.
How AWS Marketplace Search Works (Simplified)
AWS doesn’t reveal its full algorithm, but here’s what we know influences ranking:
Title & Keywords
Keywords in your title, description, and metadata matter.
Example: A “Cloud Security Solution” listing with no mention of “Compliance” may not show up when buyers search “compliance tools.”
Category Fit
Listings are grouped by categories (security, AI/ML, DevOps, etc.).
Placing yourself in the wrong category = less visibility.
Engagement Signals
Number of transactions, reviews, and customer activity affect ranking.
AWS rewards listings that prove adoption.
AWS Validation
Listings with FTR approval, competencies, or co-sell readiness often rank higher because AWS trusts them.
The Marketplace SEO Playbook
Here’s how smart vendors optimize their AWS listings:
- Do Keyword Research
Treat Marketplace like Google.
Find out what terms buyers search for (e.g., “cloud cost optimization,” “data analytics AI,” “Kubernetes security”).
Sprinkle these into your title, short description, and long description.
- Optimize Your Listing Title
Be clear, not clever.
“XYZ Platform – AI-Powered Fraud Detection” ranks better than “XYZ FraudShield.”
- Nail the Short Description
This is what buyers see first. Make it value-driven and keyword-rich.
Example: “Reduce cloud costs by 40% with automated cost optimization for AWS workloads.”
- Use Proof Assets
Reviews, case studies, and customer stories boost credibility.
AWS sellers are more likely to pick listings that look “enterprise ready.”
- Keep It Updated
Refresh your content regularly with new features, benefits, and use cases.
Stale listings sink in rankings over time.
The Results of Good Marketplace SEO
Vendors who optimize see:
- More visibility in search results.
- More inquiries from AWS sellers looking for solutions.
- Faster adoption by enterprise buyers.
It’s like moving your shop from a side street to the front of the mall.
Final Word
Getting listed on AWS Marketplace is step one.
Getting found is step two.
And that’s where Marketplace SEO makes all the difference.
If you’re not showing up on the first page, you’re missing 90% of the action.
At The Scribe, we help companies optimize their AWS Marketplace listings for visibility, trust, and lead generation. Don’t let your listing hide on page two—let’s get you to the top.
